NYX to open Barbie-themed pop-up in London

NYX Professional Makeup is celebrating the upcoming Barbie movie with a new pop-up in London's Covent Garden this month.

Running from 14-16 July, the pop-up will promote the brand's new limited-edition Barbie the Movie collection in partnership with Warner Bros.

Inspired by the design of Barbie’s beach house, the space will allow visitors to trial and purchase the new makeup range, as well as discover summer looks with makeup artists from NYX.

It will also offer various photo opportunities, including a "photobooth, pool area and lifeguard tower where visitors can cool off with a slushy and a pair of sunglasses".

The pop-up has been developed by creative marketing agency Backlash, which specialises in creating pop-up experiences.

Katie Peake, Creative Director at Backlash, said: “Everyone has been talking about the release of the Barbie movie, so it has been an absolute dream to work creatively with NYX to create a highly shareable pop-up experience that brings to life the energy of both the film and the beauty brand in a unique way.

"We want to take everyone on a journey where all are welcome to dive into the pink beach paradise and express themselves with NYX’s new beauty products”.

Launching in cinemas on 21 July, the new Barbie Movie features a star-studded ensemble, including Margot Robbie as Barbie and Ryan Gosling as Ken.

The new Barbie the Movie collection by NYX boasts "bright Barbie Land colours" and features products including a Barbie Butter Lip Gloss, Barbie Flip Phone Mirror, Barbie Jumbo Eye Pencil Kit and Barbie On The Go Cheek Palette, among other items.

Yann Joffredo, Global Brand president of NYX Professional Makeup, said: “As a beauty brand rooted in entertainment, we’re thrilled to partner with an iconic studio like Warner Bros on the new movie Barbie.

“The themes of empowerment and embracing inner beauty in the movie align deeply with our core values of advocating for self-expression and exploring your boldest potential.

"The new movie release has sparked so much nostalgia among its fans throughout the world and we’re excited to play a role in building upon this momentum even more."